GEMFIELDS, which owns 75 per cent of the Kagem Emerald Mine in partnership with the Zambian Government, has unveiled its second advertising campaign to promote Zambian emeralds.
The campaign, called ‘Beauty by nature’ and featuring actress Mila Kunis, is designed to promote Zambian emeralds worldwide.
Captured by legendary portrait photographer Peter Lindbergh, styled by Lori Goldstein and with creative direction by Jonny Lu, the 2014 campaign is a celebration of natural beauty, embodied in both Ms Kunis and Gemfields’ coloured gemstones.
Black and white images of the actress are layered with still-life images of the company’s emeralds, rubies and amethysts in their raw, natural form.
Following the announcement of the partnership in early 2013, Ms Kunis travelled to Gemfields’ emerald mine to further her understanding of gemstone mining, and has become an advocate for the company’s ethical approach.
Ms Kunis has also appeared at several red-carpet events dressed in jewellery featuring Gemfields’ gemstones, including this year’s Golden Globe Awards.
“As Gemfields’ global ambassador not only do I better understand the work that goes into the creative process, but I have fully grasped just how rare and precious every gemstone is — and the remarkable journey each gemstone makes,” Ms Kunis said.
Gemfields also continues to support and collaborate with its partners in the jewellery industry, supplying them with fine-coloured gemstones, and throughout 2014 still-life images of their jewellery creations would be featured in joint campaign images.
Gemfields chief executive officer, Ian Harebottle said he was happy with the campaign because it was unique, impactful and aligned with the views of Gemfields.
The global advertising schedule would appear in publications including Vogue, Harper’s Bazaar, Vanity Fair and W, including digital campaign running on vogue.co.uk, telegraph.co.uk and net-a-porter.com among others.
Kagem Emerald Mine in Zambia is the world’s single largest emerald mine.
In addition to the Kagem emerald mine, Gemfields has a 50 per cent interest in the Kariba amethyst mine in Zambia.